Amazon's Prime membership program stopped growing in the US for the first time ever
. CIRP's estimates suggest that these huge investments are not paying off, at least for now.
The pandemic-driven shift to online shopping significantly expanded Amazon's business during the early years of COVID-19. But as more people went back to in-person shopping and the broader economic climate suffered, Amazon saw deceleration across the board. The giant retailer is now in a major cost-cutting mode, resulting inAmazon doesn't publicly disclose the exact size of its Prime membership program.
"Just because an analyst firm reports something doesn't make it true or fact, and in this case, the research is not accurate," an Amazon spokesperson wrote in an emailed statement."Prime membership continues to grow as the value members receive continues to increase." The spokesperson didn't say whether they were talking about US memberships, or global numbers. CIRP's new estimates refer to the US only. When Insider asked Amazon for US data on Prime, the spokesperson said this:"We don't offer country-specific breakouts of Prime membership quantities, but I can tell you that there are more than 200 million paid Prime members worldwide."
Amazon Prime may be aware of the potential saturation in the US, and appears to be looking for growth in overseas markets instead. In late 2021, Amazon moved the Prime program under Russell Grandinetti, SVP of its international business, indicating a greater focus on non-US regions,
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